vcb report to the tourism development council july 15, 2019 · sales measurement summary june...

VCBReporttotheTourismDevelopmentCouncil

July15,2019

SmithTravelResearchMay2019

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

Mar Apr May 2017 2018 2019This Year 82.0 73.7 68.0 65.7 66.2 66.4Last Year 81.2 73.1 63.2 65.2 65.7 66.2

Percent Change 1.0 0.8 7.5 0.8 0.8 0.2


Percent Change 11.1 2.3 -6.5 2.1 4.7 3.1


Percent Change 12.3 3.1 0.5 3.0 5.5 3.3

Mar Apr May 2017 2018 2019This Year 194,246 187,980 194,246 2,122,288 2,182,961 2,244,902Last Year 188,821 182,820 188,914 2,045,067 2,122,288 2,182,961

Percent Change 2.9 2.8 2.8 3.8 2.9 2.8

Mar Apr May 2017 2018 2019This Year 159,232 138,458 132,013 1,394,827 1,446,086 1,490,158Last Year 153,258 133,579 119,415 1,333,007 1,394,827 1,446,086

Percent Change 3.9 3.7 10.5 4.6 3.7 3.0

Mar Apr May 2017 2018 2019This Year 27,434,425 21,470,024 19,766,047 183,379,087 199,020,177 211,392,629Last Year 23,757,595 20,253,267 19,128,180 171,610,989 183,379,087 199,020,177

Percent Change 15.5 6.0 3.3 6.9 8.5 6.2

Occupancy (%)

ADR

Running 12 Months

Running 12 Months

FY 2019

FY 2019

Demand

Revenue Running 12 Months

Running 12 MonthsFY 2019

FY 2019

Running 12 Months

Running 12 Months

RevPAR

Supply

FY 2019

FY 2019

SmithTravelResearchMay2019

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

Occ % ADR

2019 2019 Occ ADR RevPARRoom Rev

Hillsborough County, FL 72.3 120.07 1.1 -2.2 -1.1 1.3Nassau County, FL 76.4 235.63 1.0 0.0 1.1 1.8Pinellas County, FL 75.1 150.10 7.4 4.4 12.1 11.6St Johns County, FL 68.0 149.73 7.5 -6.5 0.5 3.3

Charleston, SC 80.0 163.49 0.3 0.7 1.0 6.0Jacksonville, FL 74.6 123.97 2.4 -1.4 0.9 2.5Myrtle Beach, SC 69.0 134.35 9.7 6.0 16.3 16.6Orlando, FL 73.3 123.14 -2.2 2.4 0.2 2.4Sarasota-Bradenton, FL 65.1 127.45 5.0 -4.1 0.7 8.3Savannah, GA 77.1 125.93 4.1 2.3 6.5 11.0

Fort Walton Beach, FL 71.3 176.18 9.6 7.0 17.3 19.6Daytona Beach, FL 65.3 113.68 8.8 1.8 10.8 13.2

Zip Code 32084+ 68.2 137.50 2.5 2.1 4.7 3.0Zip Code 32080+ 69.4 148.20 18.6 11.4 32.1 54.8Zip Code 32092+ 62.2 110.62 -0.3 -1.1 -1.4 -0.3

Current Month May 2019 vs May 2018Percent Change from May 2018

AllTheRooms.comAnalyticsMay2019

Supply Gross RevenueTotals Totals

Total 2,022 6,406,617$

Entire MarketOccupancy ADR RevPAR Supply Demand

Total 58.3% $184.85 107.81$ 2,022 36,598 Entire Home 58.3% $193.83 112.91$ 1,811 32,779 Private Room 59.2% $111.21 65.78$ 214 3,916 Shared Room 6.5% $100.00 6.45$ 1 2

AllTheRooms.comAnalyticsMay2019

Area ComparisonOccupancy ADR RevPAR Supply Demand

32080 58% $194.71 $112.77 1,075 19,350 32082 55.6% $262.18 $145.66 129 2,218 32084 59.3% $165.93 $98.41 633 11,647 32092 57.6% $113.15 $65.15 76 13,604

BedTaxCollections

April (Net Collections) $ 1,191,039 8.7%

YTD Net Collections April $ 6,873,731 8%

YTD Collections by Area April YTDAnastasia Island and St. Augustine Beach (32080) 39% 32%Ponte Vedra Beach (32082) 20% 21%St. Augustine, Vilano and North Beach (32084) 33% 37%St. Augustine Shores/South/207 (32086) 1% 1%World Golf Village and west of I-95 (32092) 7% 7%I-95&SR 16/Palencia (32095) 1% 1%Other 0.4% 0.5%

WebsiteCampaignUpdatesJune2019

80,057 Visitors to the Site June 10%

712,200 Visitors to the Site FYTD -1%

VICVisitationMay2019

SJCC-PVBD Visitor & Information Center

May 2019 May 2018% of Total

Visitors FYTD 2019 FYTD 2018 Total FY 2018Total Visitors 40 102 0.08% 370 654 1427

City of St. Augustine Downtown Visitors Center


Visitors FYTD 2019 FYTD 2018 Total FY 2018Total Visitors 40,475 32,438 84% 370,489 346,615 488,643

St. Augustine Beach Visitors Center



Jacksonville Airport Visitor Information Center



0.00%

Total Inquiries at Visitors Centers

May 2019 May 2018 FYTD 2019 FYTD 2018 Total FY 201848,356 37,726 425,073 390,535 555,538

DepartmentalReports

SocialMediaJune2019

YOY ChangeFacebook

Fans added In June 652Total Facebook Fans 505,618 3%

Facebook Impressions 6,017,290Engagement Rate -8%

Reach 1,880,074

TwitterTwitter Followers 12,604 8%

Twitter Impressions 82,177

InstagramInstagram Followers 21,911 68%

Instagram Impressions 411,164

YouTubeViews To Date 309,969 13%

Social Media

* Changes in Facebook’s algorithm continues to impact followers, reach, impressions and engagement

CommunicationsSummary

June FYTD 18Total Impressions 1,344,079,758 50,724,431,994 12,749,474,483 298%

VCB Initiated Stories 107 1,317 4,682 -72%in publication or broadcasted

FYTD

SalesMeasurementSummary

JuneMonthly %

Actual vs Goal YTDYTD %

Actual vs GoalSolicitation Emails/Calls 202 -8% 1,532 3%Total Leads Distributed 30 -21% 249 -15%Lead Room Nights 20,693 66% 133,763 40%

WSB‐TVATLANTATRAVELSHOW• LaunchedtravelshowpackagewithWSB‐TV(Atlanta)/WSBNow TravelShowfeaturing

bothSt.Augustine&PonteVedra,withluxuryprizepackagegiveaways.TravelshowbroadcastrunningJune10th‐July10th,2019(includestwoseparatesweepstakesandsocialmediapromotions,plusWSB‐TVnewspagetakeover).Over7,200sweepsentrieshavebeensubmitted.

EASYSEASON®2019RADIOPROMOTIONS• DevelopingEasySeason2019radiopromotionsforJacksonville,Tampa/St.Pete,and

Orlandomarkets.– RundatesfromAugust5th toAugust19th

– Email,text,onairpromos,onlineregistration/contesting&socialmediacomponents– Robustprizegiveaways(lodging,attractions,tourtickets,&dining)withe‐mailopt‐

ins

DATABASEMARKETING• Subscriberbaseat172K;99%retentionrate(lessthan1%opt‐out).

Promotions

CEO’sComments• MayLodgingstatsweremainlyupexceptforADRcomparedtoMay2018:Occupancy

+7.5%,ADR‐6.5%,RevPAR+.5%,Demand+10.5%onSupply+2.8%.(BetterthananticipatedconsideringPLAYERSmovetoMarch.)

• MayAirbnbStats:Occupancy+9.3%,ADR‐3.3%,RevPAR+5.6%,Demand+9.3%,onSupply+33.8%

• AttractionsReportthatMayattendancewasup+13.0%improvingFYTDto‐3.3%(NPS)• JunePublicity:Supportedstories FYTD1,317,‐72%toYTDgoal,butJuneimpressions

wereup+215%and+298%YTDcomparedtolastyear.• Salesteamleadroomnightproductionwasup+66%togoalforJuneand+40%abovegoal

forFYTD;thevolumeofleadsforJuneweredown‐21%and‐15%FYTD.• RadioPromotionsinthreemarketsbeingdevelopedforEasySeason.OneTVPromotionis

runninginAtlantathruJuly10includingtwoseparatesweepstakes.• ThePETERMAYERadvertisingagencyistestingnewcreativeconceptsforthedestination.• TheVCBworkedtheIPWInternationalTourismtradeshowmeetingwithover60travel

resellersandinternationalmedia.

6/11/2019 AllTheRooms Report

file:///C:/Users/Lawson%20Taylor/Dropbox/ATR/home/data-deliverables/pdf/to_deliver/1060/1304/2019-06/sapvb_vacation-rental-market-intelligence_st.-johns-county-florida_2019-05_0.html 1/1

AllTheRooms.Analytics

Vacation Rental Market IntelligenceSt. Johns County, Florida, May 2019SAPVB

Methodology 1Glossary 2

Market Analysis 3Monthly Trends 4

Year on Year Trends 5Comparative Analysis 7Comparative Analysis 8




MethodologyReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

Data GatheringOn a daily basis, calendars are crawled for every single property as listedon Airbnb. These calendars show availability and pricing information forthe coming 365 days for a particular property. Additionally a historicalrecord is kept of available listings. These data sources combined offermany insights into historical trends of the Vacation Rental market.

Calendar DifferentialsCentral to our methodology is the process of calendar differentials.

By looking at changes between each calendar and the next, we can deriveinformation about individual bookings. For example, let’s say when we lookat the calendar of May 12th for a particular property, the rest of the monthstill shows complete availability, but the calendar on May 13th shows thatthe 23rd and 24th are marked unavailable. In this case we take it that a 2night booking was made for those dates on the 13th, for the price as shownfor those dates at the time of the change.

Booked vs Blocked Dates

When days are marked as unavailable, this does not mean necessarilythat the property was booked on those days. A host can also block offcertain dates when he or she prefers not to rent out their property withinthat time. These days show up in the calendars as unavailable just likebooked dates do, but in the former case the host makes money, in thelatter he or she does not. Also, a booked date means a property was onthe market, a blocked date means it was not. In order to report correctlyon occupancy rates and revenues, it’s important to distinguish betweenthe two.

To do this, we use a process called outlier detection. Since blocked periodsare more rare than bookings, we will rate unavailable days based on anumber of features, and mark days as blocked if they are significantlydifferent from the majority.

Booking Window

Hosts are also able to specify that they, for example, want at least 3 daysnotice before a reservation. In this case, the first 3 days of any calendarare set to unavailable to indicate that those days can not be booked.Steps are taken to ensure that these days also are not wrongly interpretedas booked days.

Statistical AnalysisSample Choice

All listings in our database are marked with a geographic location andspecific attributes. In general we will take all properties falling within acertain geographic boundary as specified by the client’s requirements.Those properties can then be broken down further by attributes such asproperty type, whether or not this property allows instant booking, etc.

We also see that a significant amount of properties either never receiveany guests, or stop receiving guests after some time. We consider thesedormant properties to not be part of an active market, and so excludethem from our sample. Specifically, properties that either have never beenbooked or haven’t been booked in over 365 days are taken out of thesample.




GlossaryReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

On any given day, a property can be in one of the following 4 states

Deactivated The property is not accessible through the provider platform, or it's not possible to book any future night on that day

Blocked The property has been marked unavailable by the host, and so is considered active but off the market for that day

Booked The property was on the market and has been booked for the night

Vacant The property was on the market and has not been booked for the night

Properties are differentiated as one of the following types

Entire Home Guests have the whole unit to themselves. This usually includes a bedroom, a bathroom, and a kitchen.

Private Room Guests have their own private room for sleeping. Other areas could be shared.

Shared Room Guests sleep in a bedroom or a common area that could be shared with others.

Summary stats related to a specific observed period

Occupancy % Average percentage of nights booked for properties on the market, meaning booked nights over booked + vacant.

Blocked % Average estimated percentage of nights blocked off for active properties, meaning blocked nights over blocked + booked + vacant.

ADR Average Daily Rate, or average rate charged per night booked

RevPAR Average income per night a property is on the market

Supply Highest count of simultaneously active properties, meaning blocked + booked + vacant

Demand Average amount of nights booked per property

Gross Revenue Sum total of all revenue made




Market AnalysisReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

St. Johns CountyMay 01 2019 - May 31 2019

Supply Gross RevenueTotals Percentage Totals Percentage

Total 2,022 100.0 % $ 6,406,617 100.0 %

Entire Home 1,811 89.6 % $ 5,987,696 93.5 %

Private Room 214 10.6 % $ 418,721 6.5 %

Shared Room 1 0.0 % $ 200 0.0 %

Instant Book 1,533 75.8 % $ 4,824,488 75.3 %

Entire MarketOccupancy % Blocked % ADR RevPAR Supply Demand Gross Revenue

Total 58.3 % 2.1 % $ 184.85 $ 107.81 2,022 18.1 $ 6,406,617

Entire Home 58.3 % 2.1 % $ 193.83 $ 112.91 1,811 18.1 $ 5,987,696

Private Room 59.2 % 2.1 % $ 111.21 $ 65.78 214 18.3 $ 418,721

Shared Room 6.5 % 0.0 % $ 100.00 $ 6.45 1 2.0 $ 200

Instant Book MarketOccupancy % Blocked % ADR RevPAR Supply Demand Gross Revenue

Total 58.9 % 2.3 % $ 183.94 $ 108.24 1,533 18.2 $ 4,824,488

Entire Home 58.4 % 2.2 % $ 190.95 $ 111.47 1,389 18.1 $ 4,489,520

Private Room 63.2 % 3.0 % $ 123.24 $ 77.92 145 19.6 $ 334,967

Shared Room 0.0 % 0.0 % $ 0.00 $ 0.00 0 0.0 $ 0

Map data ©2019 Google, INEGI

https://maps.google.com/maps?ll=29.937931,-81.420643&z=8&t=m&hl=en&gl=US&mapclient=apiv3




Monthly TrendsReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

St. Johns CountyJune 01 2018 - May 31 2019

Occupancy % Blocked % ADR RevPAR Supply Demand Gross Revenue

May '19 58.3 % 2.1 % $ 184.85 $ 107.81 2,022 18.1 $ 6,406,617

Apr '19 63.3 % 3.6 % $ 192.93 $ 122.18 1,949 19.0 $ 6,740,562

Mar '19 76.6 % 10.4 % $ 204.30 $ 156.58 1,865 23.8 $ 8,041,591

Feb '19 63.9 % 8.6 % $ 175.80 $ 112.36 1,833 17.9 $ 5,215,905

Jan '19 46.6 % 4.3 % $ 167.90 $ 78.22 1,848 14.4 $ 4,209,158

Dec '18 49.6 % 2.8 % $ 181.49 $ 90.11 1,809 15.4 $ 4,825,165

Nov '18 45.1 % 2.7 % $ 176.29 $ 79.53 1,748 13.5 $ 3,991,578

Oct '18 45.2 % 2.9 % $ 170.55 $ 77.06 1,688 14.0 $ 3,847,403

Sep '18 45.2 % 2.3 % $ 172.45 $ 78.01 1,624 13.6 $ 3,638,004

Aug '18 51.3 % 1.8 % $ 193.05 $ 99.00 1,551 15.9 $ 4,633,677

Jul '18 68.2 % 2.1 % $ 220.00 $ 149.99 1,576 21.1 $ 7,021,238

Jun '18 61.3 % 2.7 % $ 206.61 $ 126.58 1,541 18.4 $ 5,620,194

Jun '18 Jul '18 Aug '18 Sep '18 Oct '18 Nov '18 Dec '18 Jan '19 Feb '19 Mar '19 Apr '19 May '19

Gross RevenueOccupancy %ADR




Year on Year TrendsReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

Occupancy % Blocked % Supply DemandCurrent Previous Change Current Previous Change Current Previous Change Current Previous Change

May '19 58.3 % 53.4 % 9.3 % 2.1 % 2.4 % -12.6 % 2,022 1,511 33.8 % 18.1 16.6 9.3 %

Apr '19 63.3 % 56.3 % 12.4 % 3.6 % 3.4 % 5.4 % 1,949 1,417 37.5 % 19.0 16.9 12.4 %

Mar '19 76.6 % 72.5 % 5.7 % 10.4 % 7.4 % 40.9 % 1,865 1,224 52.4 % 23.8 22.5 5.7 %

Feb '19 63.9 % 64.3 % -0.6 % 8.6 % 7.7 % 13.0 % 1,833 1,172 56.4 % 17.9 18.0 -0.6 %

Jan '19 46.6 % 49.2 % -5.4 % 4.3 % 5.0 % -13.0 % 1,848 1,141 62.0 % 14.4 15.3 -5.4 %

Dec '18 49.6 % 50.7 % -2.2 % 2.8 % 2.3 % 26.1 % 1,809 1,105 63.7 % 15.4 15.7 -2.2 %

Nov '18 45.1 % 43.1 % 4.6 % 2.7 % 2.1 % 28.7 % 1,748 1,107 57.9 % 13.5 12.9 4.6 %

Oct '18 45.2 % 42.6 % 6.0 % 2.9 % 2.0 % 41.6 % 1,688 1,080 56.3 % 14.0 13.2 6.0 %

Sep '18 45.2 % 41.5 % 9.0 % 2.3 % 2.4 % -7.7 % 1,624 1,074 51.2 % 13.6 12.4 9.0 %

Aug '18 51.3 % 45.3 % 13.2 % 1.8 % 2.2 % -18.0 % 1,551 1,027 51.0 % 15.9 14.0 13.2 %

Jul '18 68.2 % 66.2 % 2.9 % 2.1 % 2.3 % -9.3 % 1,576 1,130 39.5 % 21.1 20.5 2.9 %

Jun '18 61.3 % 58.4 % 4.9 % 2.7 % 2.5 % 7.6 % 1,541 1,319 16.8 % 18.4 17.5 4.9 %

St. Johns CountyJune 01 2017 - May 31 2019

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Occupancy % PreviousOccupancy %




Year on Year TrendsReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

ADR RevPAR Gross RevenueCurrent Previous Change Current Previous Change Current Previous Change

May '19 $ 184.85 $ 191.20 -3.3 % $ 107.81 $ 102.11 5.6 % $ 6,406,617 $ 4,549,647 40.8 %

Apr '19 $ 192.93 $ 183.12 5.4 % $ 122.18 $ 103.24 18.3 % $ 6,740,562 $ 4,033,031 67.1 %

Mar '19 $ 204.30 $ 186.35 9.6 % $ 156.58 $ 135.09 15.9 % $ 8,041,591 $ 4,609,629 74.5 %

Feb '19 $ 175.80 $ 175.42 0.2 % $ 112.36 $ 112.78 -0.4 % $ 5,215,905 $ 3,359,170 55.3 %

Jan '19 $ 167.90 $ 169.64 -1.0 % $ 78.22 $ 83.52 -6.3 % $ 4,209,158 $ 2,777,523 51.5 %

Dec '18 $ 181.49 $ 181.93 -0.2 % $ 90.11 $ 92.36 -2.4 % $ 4,825,165 $ 3,061,442 57.6 %

Nov '18 $ 176.29 $ 177.33 -0.6 % $ 79.53 $ 76.49 4.0 % $ 3,991,578 $ 2,440,816 63.5 %

Oct '18 $ 170.55 $ 178.22 -4.3 % $ 77.06 $ 75.99 1.4 % $ 3,847,403 $ 2,450,404 57.0 %

Sep '18 $ 172.45 $ 187.51 -8.0 % $ 78.01 $ 77.78 0.3 % $ 3,638,004 $ 2,367,673 53.7 %

Aug '18 $ 193.05 $ 202.86 -4.8 % $ 99.00 $ 91.87 7.8 % $ 4,633,677 $ 2,828,671 63.8 %

Jul '18 $ 220.00 $ 239.44 -8.1 % $ 149.99 $ 158.64 -5.5 % $ 7,021,238 $ 4,898,454 43.3 %

Jun '18 $ 206.61 $ 254.65 -18.9 % $ 126.58 $ 148.76 -14.9 % $ 5,620,194 $ 5,007,863 12.2 %


ADR PreviousADR


Gross Revenue PreviousGross Revenue




Comparative AnalysisReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

Area ComparisonMay 01 2019 - May 31 2019


32080 58.0 % 2.0 % $ 194.71 $ 112.77 1,075 18.0 $ 3,544,664

32082 55.6 % 8.7 % $ 262.18 $ 145.66 129 17.2 $ 499,197

32084 59.3 % 0.6 % $ 165.93 $ 98.41 633 18.4 $ 1,878,948

32092 57.6 % 5.5 % $ 113.15 $ 65.15 76 17.9 $ 139,633






Comparative AnalysisReport Vacation Rental Market IntelligenceClient SAPVBCreated June 11 2019

Area ComparisonMay 01 2019 - May 31 2019


Charleston 70.2 % 3.1 % $ 269.77 $ 189.43 1,400 21.8 $ 7,907,741

Daytona Beach 52.6 % 2.4 % $ 171.06 $ 90.06 969 16.3 $ 2,577,201

Fort Walton Beach 69.7 % 0.4 % $ 246.19 $ 171.76 1,193 21.6 $ 6,237,929

Hillsborough County 54.7 % 2.9 % $ 105.43 $ 57.63 2,567 16.9 $ 4,367,035

Jacksonville 58.8 % 3.5 % $ 82.92 $ 48.71 855 18.2 $ 1,226,774

Myrtle Beach 54.9 % 2.6 % $ 186.82 $ 102.43 2,995 17.0 $ 9,019,457

Nassau County 59.0 % 1.9 % $ 309.84 $ 182.92 491 18.3 $ 2,673,945

Orlando 50.6 % 3.3 % $ 107.62 $ 54.40 4,258 15.7 $ 6,832,873

Pinellas County 57.2 % 3.9 % $ 169.22 $ 96.84 6,506 17.7 $ 18,552,497

Sarasota 45.3 % 3.9 % $ 122.97 $ 55.70 1,467 14.0 $ 2,409,610

Savannah 64.4 % 2.2 % $ 206.12 $ 132.78 1,566 20.0 $ 6,235,116



vcb report to the tourism development council july 15, 2019 · sales measurement summary june...

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